Everything You Need to Know About Using Video in PPC

When combined with Pay-Per-Click (PPC) advertising, video content becomes an even more potent tool for marketers. 

Before we dive into the nitty-gritty, let's address the elephant in the room: Why should you consider incorporating video into your PPC strategy?

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Why Video in PPC?

Increased Engagement

Video content is inherently more engaging than static images or text. It captures attention quickly and holds it for longer, increasing the likelihood of your message being understood and remembered.

Higher Conversion Rates

Studies have shown that video ads can lead to higher conversion rates compared to traditional text or image ads. The visual and auditory elements of video make it easier for viewers to understand your product or service, leading to more informed decision-making.

Improved Brand Recall

Video ads are more memorable than other ad formats. This increased brand recall can lead to more searches for your brand and higher click-through rates on future ads.

Better Storytelling

Video allows you to tell a more complete story about your brand, product, or service in a short amount of time. This can be particularly effective for complex offerings that are difficult to explain in text or static images.

Mobile-Friendly

With the majority of internet traffic now coming from mobile devices, video ads are perfectly suited for on-the-go consumption.

Now that we've established why video in PPC is worth your attention, let's explore how to implement it effectively.

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Video PPC Platforms

Several platforms offer video PPC advertising options. Here are the major players:

YouTube Ads

As the second-largest search engine and a Google property, YouTube is a natural choice for video PPC. It offers several ad formats:

- TrueView In-Stream Ads: These play before or during other videos and can be skipped after 5 seconds.

- TrueView Discovery Ads: These appear in search results and recommended videos.

- Bumper Ads: Non-skippable 6-second ads ideal for brand awareness.

- Masthead Ads: Premium placement ads that appear at the top of the YouTube homepage.

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Google Ads

While primarily known for search ads, Google Ads also offers video advertising options:

- Display Network Video Ads: These appear on websites within Google's Display Network.

- Video Ad Sequences: A series of videos that tell your brand story over time.

Facebook & Instagram Ads

Meta's platforms offer various video ad placements:

- In-Feed Video Ads: Appear in users' news feeds.

- Stories Ads: Full-screen vertical video ads.

- In-Stream Ads: Play before, during, or after other videos.

LinkedIn Video Ads

Ideal for B2B marketers, LinkedIn offers:

- Sponsored Content Video Ads: Appear in users' feeds.

- Video Ads for Sponsored InMail: Include video in direct messages to LinkedIn users.

Twitter Video Ads

Twitter provides several video ad options:

- Promoted Video: Appears in users' timelines.

- Pre-Roll Ads: Play before other video content.

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Creating Effective Video Ads for PPC

Attention spans are short, especially online. Aim for videos between 15-30 seconds for most platforms. On YouTube, you might go longer (up to 3 minutes) for certain ad types, but remember: the first few seconds are crucial.

Don't save the best for last. Put your key message or brand name at the beginning of the video to capture attention immediately.  Many users watch videos without sound, especially on social media. Always include captions to ensure your message gets across.

And lastly, what do you want viewers to do after watching your video? Make sure your CTA is clear and compelling.

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Targeting Your Video PPC Ads

Effective targeting is crucial for the success of your video PPC campaigns. There are several effective strategies for targeting video ads to reach the right audience. 

Demographic targeting allows you to tailor ads based on factors like age, gender, income, and education. Interest-based targeting focuses on reaching users according to their interests and online behaviours. Keyword targeting on platforms like YouTube enables you to show ads based on specific search queries. 

With placement targeting, you can choose specific websites or YouTube channels where your ads will appear. Retargeting involves showing ads to users who have previously interacted with your website or ads, keeping your brand top of mind. Using lookalike audiences, you can target users who share similarities with your existing customers, potentially increasing conversion rates. 

Finally, in-market audience targeting helps reach users actively researching or considering products or services similar to yours, making it easier to connect with potential customers ready to make a purchase.

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Measuring Success: Video PPC Metrics

To optimise your video PPC campaigns, you need to track the right metrics. Here are some key performance indicators (KPIs) to monitor:

View Rate

The percentage of people who chose to watch your ad when given the option.

View-Through Rate (VTR)

The percentage of people who watched your entire video ad.

Click-Through Rate (CTR)

The percentage of viewers who clicked on your ad or CTA.

Conversion Rate

The percentage of viewers who completed a desired action after watching your ad.

Cost Per View (CPV)

The average cost you pay for each view of your video ad.

Cost Per Action (CPA)

The average cost for each conversion resulting from your video ad.

Brand Lift

Measures the impact of your video ad on brand awareness and perception.

Watch Time

The total amount of time users spent watching your video ad.

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The Future of Video in PPC

We can expect a more interactive and immersive future for video ads, where users have more control and engagement. Ads may offer options to choose different storylines or explore product features, creating a more personalised experience. Augmented Reality (AR) features in video ads could let users virtually try on products, enhancing the shopping experience before making a purchase. 

Advances in AI and machine learning will further personalise video ad content, tailoring it more closely to user preferences and behaviour. More platforms might enable users to buy products directly from video ads, streamlining the path to purchase. With the rise of voice search, video ads could also be optimised for voice commands and queries, making them even more accessible and user-friendly.

Video in PPC is no longer a have; it's becoming essential for businesses looking to stand out in a crowded digital landscape. By understanding the platforms available, creating compelling content, targeting effectively, and measuring your results, you can harness the power of video to drive engagement and conversions in your PPC campaigns.

The key to success with video PPC is continuous learning and adaptation. If you need some support with your paid ad campaigns or digital marketing as a whole, get in touch for a chat.